Lovemarks - Applying the power of love to build brands
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Transcript of Lovemarks - Applying the power of love to build brands
TO BUILD
PRESENTATION TO designTHINKERSOCTOBER 25, 2002
APPLYING THE POWER OF LOVEBRANDS:LOVEMARKS
VISUAL SYMBOLIC ICONIC
FUNCTION VALUES SPIRIT
PRODUCT BRAND LOVEMARK
9%
SALES
IS YOUR CLIENT LIKE SPOCK?
DDDDDDDD D D D D D
SAMENESS1
2BRAND PROLIFERATION
THEN NOW
BACKLASH3
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand4OVER-USE SYNDROME
“Even ecstasy tablets have beenbranded with the Euro logo.”
“Anybody that wants to be anybodywants to build their own brand.”
“Nation states, regions and towns,individuals and institutions… are
adopting the tools and techniquesof branding.”
“Madonna, The Godfather, and The Catcher In TheRye… They’ve become brands in their own right.”
brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brandbrand brand brand brand brand brand brand brand brand brand brand brand brand brand brand brand
AND COUNTING… 354
hostile
secret affair
best friend
dependency
enslavementrebound
arranged marriage
familycasual friends
childhood friends
fling
specialized friends
romanticmarriage
THE TYPES OFRELATIONSHIPS BETWEEN
PEOPLE AND BRANDS
S.Fournier (1998), “consumers and their brands: Developing relationship theory in consumer research”, Journal of Consumer Research
courting
14
THE CASUAL FRIEND
Time
Growth/Decline/Plateau
Low emotional involvement & intimacyInfrequent contactOften short-lived cycle
Closeness
THE FLING
Time
Speedy Growth/Decline
High emotional rewardNo commitmentNo demandsShort-term
Closeness
ClosenessTHE ROMANTIC MARRIAGE
Time
Stable Maturity
Voluntarily imposedLong termCommitted even through adversityHigh love/intimacy/trustExclusivity commitment
Closeness
A IS PRODUCT, SERVICE OR ENTITY THAT INSTILLS
LOVEMARK
LOYALTY BEYOND REASON.
“THE ESSENTIAL DIFFERENCE BETWEEN
CONCLUSIONS.”Donald B. Calne
Professor of NeurologyUniversity of British Columbia
WHILE REASON LEADS TOACTION
EMOTION LEADS TOEMOTION AND REASON IS THAT
left brainlogic
right brainemotions
“THE WIRING OF THE BRAINFAVORS EMOTION
- THE CONECTIONS FROM THE EMOTIONALSYSTEMS TO THE RATIONAL COGNITIVE
SYSTEMS ARE STRONGER THAN THECONNECTIONS THAT RUN THE OTHER WAY .”
Joseph LeDourProfessor of Neuroscience
New York University
LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L
RE
SP
EC
TR
ES
PE
CT
RE
SP
EC
T R
ES
PE
CT
RE
SP
BRANDShigh respect
low loveLOVE
FADShigh lovelow respect
PRODUCTSlow respect
low loveR
ES
PE
CT
LOVEMARKShigh respecthigh love
LOVE
RE
SP
EC
T
SHARE THE VISION
HOW MUCH DOES THE
METAL MOVE YOU?
MYSTERY
INTIMACY
SENSUALITY
GREAT STORIES
MYSTERY1
GREAT STORIES
MYSTERY1
PAST, PRESENT + FUTURE
MYSTERY2
PAST, PRESENT + FUTURE
MYSTERY2
3TAPS INTO DREAMS
MYSTERY
3TAPS INTO DREAMS
MYSTERY
3TAPS INTO DREAMS
MYSTERY
MYTHIC CHARACTERS
MYSTERY4
5SECRET INGREDIENTS
MYSTERY
SMELL
SENSUALITY6
SOUNDSENSUALITY7
8PASSION
INTIMACY
8INTIMACYPASSION
inti
macy
se
nsu
ali
tym
yste
ryp
erfo
rma
nc
ere
puta
tion
trust
innovation
quality
service
identity
valuereliability
commitment
easy
openness
security
leadership
honesty
Responsibility
efficacy
great stories
past, present & future
taps into dreams
secret ingredients
mythic characters
touch
taste
smell
sound
visiontogetherness
emotion
empathy
inspiration
hot
wa
rmcold h
ot
wa
rmcold
THE LOVEMARKER
.com
GRAVITATION IS NOTRESPONSIBLE FOR PEOPLE
LOVE“
”
- EINSTEIN
FALLING IN